John Bell, of Ogilvy's PR division, came to speak at the Adcenter today. He gave a talk entitled "How trust, technology and social media changes marketing and communications.
Bell discussed blogs and wikis among many other digital medias. He pointed out that the internet feels extremely personal to most people, and that advertisers are currently trying to connect with consumers in a way that doesn't spoil that feeling.
Words I need to remember: digital services, microcasting, digital advocacy, syndication, email, online media, social computing,
A large portion of the talk was devoted to the issue of trust. We trust different people today than we used to. Trust in advertisers and marketers is down, trust in the media is diminishing. On the other hand, peer-to-peer recommendation is trusted above most other forms of communication.
Another subject was micro-niche markets. The internet has made it extremely easy for people who share beliefs (no matter how niche those beliefs are) to find and communicate with eachother. Micro-niche markets are eating away at TV. TV is being replaced by more personal forms of media like blogs, photo blogs, wikis, search/tagging, computing, growing communities, message boards and opinion sites. Currently, 60% of available video content on the internet is on YouTube ... how can we use that knowledge more strategically? To look into blog statistics, visit Technorati.com or the Word of Mouth Marketing Association.
Steps to take to become part of the digital world:
1. start reading by using an RSS aggregator (myyahoo, bloglines, pageflakes, etc.)
2. go to http://blogfeeds.ogilvypr.com.
3. join the conversation at blog.ogilvypr.com.
4. create a digital influence strategy for a client
5. start a blog, make a podcast, creat a flickr galery, use del.icio.us ... etc.
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